2000 to 2009: Reviews of the decade + Chefs | The Guardianhttp://www.theguardian.com/world/series/review-of-the-decade+lifeandstyle/chefs
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Jamie Oliver: Icons of the decadehttp://www.theguardian.com/lifeandstyle/2009/dec/22/jamie-oliver-icons-of-the-decade
Jamie Oliver might have started out as little more than a mockney celebrity who had fun with food, but he's now earned a reputation as a canny businessman with a social conscience<p>For Jamie Oliver the decade began late. Until 2002 he was very much a woozy hangover from the 90s, a man who found fame on television not because of any great gastronomic talent – he was no Delia – but because of the way he mainlined enthusiasm down the lens. Like the Two Fat Ladies and Nigella, who also broke through in the same decade, he was on TV because he was fun to watch. Yes, we all understood that he was the metaphorical Naked Chef because of the pared down bish-bash-bosh style of cookery, but he might as well genuinely have got his kit off for all the difference it made.</p><p>Had you asked his then fans to name a Jamie Oliver dish they would have been hard pushed to do so. It was always about the way he did things, not what he did: the piling up of leaves for a salad, the throwing of prawns into a pan, the grating, mockney-luverlly-juberlly-pukkaness of it all. Or, as one interviewer put it late in 2001, his career was in danger of becoming &quot;an overheated souffl&eacute; – all celebrity hot air and no tasty substance&quot;.</p> <a href="http://www.theguardian.com/lifeandstyle/2009/dec/22/jamie-oliver-icons-of-the-decade">Continue reading...</a>Jamie OliverFood & drinkFood TVThe news on TVBBCChannel 4J SainsburyLife and styleChefsTue, 22 Dec 2009 00:05:15 GMThttp://www.theguardian.com/lifeandstyle/2009/dec/22/jamie-oliver-icons-of-the-decadeSuki Dhanda/ObserverProfound believability: Jamie Oliver. Photograph: Suki DhandaSuki Dhanda/ObserverJamie Oliver. Photograph: Suki DhandaJay Rayner2009-12-22T00:05:15Z